The Debrief

In nearly two decades since the first “Real Housewives” franchise debuted, reality TV has moved from the fringes of entertainment to become a major cultural force. Today, “Housewives” stars are influencing fashion trends, driving sales, and making inroads into luxury circles that once ignored them. Brands previously wary of the stigma around reality TV are now leveraging the passionate and loyal fanbase of the franchise, positioning these women as both influencers and aspirational figures.Senior news and features editor Diana Pearl joins The Debrief to explore this evolution, uncovering how and why fashion has finally learned to love “The Real Housewives.”Key Insights: Reality TV's path from lowbrow entertainment to cultural staple can partly be credited to the Kardashians, whose acceptance by fashion opened the door for shows like “Real Housewives”. “The Kardashians, for a long time, were not embraced by the fashion industry, and then in the 2010s that started to change,” says Pearl. Even when the fashion industry hesitated publicly, its insiders were already hooked privately. “People started watching the shows themselves… That guilty pleasure has just sort of come out of the shadows,” Pearl explains. Fashion has become integral to the storytelling on “Real Housewives.” What started as subtle displays of wealth, such as Chanel bags or accessories, has evolved into head-to-toe designer ensembles and full-blown fashion storylines. “They’re all decked out in designer looks and it’s like the designers play a role in the show. There’s plot points around, ‘This dress costs this much money,’ or ‘Did you buy that diamond necklace?’” Pearl says. “People are more into the Housewives’ clothes now. It’s just become much more a part of the fabric of the show.”The demographics of the “Housewives” audience significantly overlap with those targeted by fashion brands. The fanbase, consisting largely of women and gay men, is aspirational, engaged and passionate about style. “People of all stripes like reality TV. Lots of luxury customers watch reality TV,” says Pearl. “If you want to connect with consumers, you have to meet them where they are.”Despite increased acceptance, luxury brands remain cautious about fully embracing “Housewives,” partly due to cultural and geographic divides. “The Real Housewives is a very American show. A lot of the luxury industry is in Europe,” Pearl notes. Yet, she adds, embracing these stars can pay off: “When we've seen brands embrace the Housewives, I think the fans reward them for that.”Additional Resources:How Fashion Learned to Love The Real Housewives | BoF Hosted on Acast. See acast.com/privacy for more information.

Malique Morris, Senior e-commerce correspondent at BOF, dives into the current fashion tech landscape, highlighting a refreshed investor appetite fueled by real innovation. He discusses the shift from hype-driven e-commerce to groundbreaking AI solutions that address industry challenges. Key topics include the impact of generative AI on funding, the role of experienced founders, and the exciting potential of apps like Clueless Closet. Morris emphasizes how competition can drive better consumer solutions and underscores the importance of early market entry for startups.

As major luxury brands struggle to maintain momentum amid an industry-wide slowdown, one category is bucking the trend: jewellery. While demand for handbags and apparel softens, fine jewellery sales continue to rise, driven by consumer desire for lasting value, emotional resonance and self-expression.Simone Stern Carbone and Joan Kennedy join The Debrief to discuss how independent jewellers are thriving with creativity and personality, the rising popularity of novelty pieces, and why jewellery is uniquely positioned to attract buyers in today's luxury market.Key Insights: Despite slowing luxury sales, jewellery sales have continued to boom. As Stern Carbone notes, consumers perceive luxury jewellery as an inherently safer investment. She says, “Instinctively, a lot of people associate jewellery – especially if it's got gold, gemstones or diamonds – with something you would dish out more money for more readily than for a handbag potentially made out of nylon.”While big jewellery brands are growing, smaller competitors are booming as they foster deep customer relationships and maintain flexible, manageable supply chains. Stern-Carbone highlights, “Jewellery is so personal. When you have a very distinct aesthetic, you really connect with your customers long term, potentially for life. This is a really personal relationship that smaller brands can capitalise on.”Kennedy emphasises that modern jewellery marketing resonates by being accessible and relatable. “One designer I spoke to puts her charm necklaces next to candy necklaces, so that feels fun,” she says. “A lot of these designers are doing things that are very lo-fi. It’s like a picture of a wrist on Instagram. And then they reply to DMs, like, ‘Hey, show me that bracelet with something else.’ So the way that they present it is also really relevant to shoppers, versus the very high-gloss and traditional style of high jewellery.”Novelty jewellery began gaining popularity post-Covid. “People were buying camp jewellery, but they were paying $50 for a funky, colourful ring. And then more recently, people are like, okay, let’s bring in the value piece of this,” says Kennedy. Novelty jewellery has surged as consumers seek personal expression in response to uniform dressing and quiet luxury trends. Kennedy continues, “You're leaning into things that are uniform dressing, so how do we spice that up? Let's go for more novelty in jewellery.”Additional Resources:Why Jewellery Feels Like a Better Deal Than a Handbag | BoF Who Would Pay $20,000 For a Hamburger Ring? | BoFHow Small Jewellery Brands Are Seizing The Moment | BoF  Hosted on Acast. See acast.com/privacy for more information.

Earlier this month, cities across the US saw the most significant wave of demonstrations since the 2020 protests following George Floyd's murder. These latest protests have been sparked by immigration raids conducted by the Trump administration, and while some of those enforcement actions have targeted garment workers, the fashion industry has mostly stayed silent. Executive editor Brian Baskin, senior correspondent Sheena Butler-Young, and retail editor Cat Chen explore the reasons behind the industry's cautious stance, whether fashion can find a new way to engage with politics, and practical steps brands can take to support vulnerable workers.Key Insights: During the Black Lives Matter movement, fashion brands were quick to voice support. Today, in the face of immigration raids affecting garment workers, many brands are noticeably quiet as companies now worry that taking a stance on divisive political issues could trigger backlash. “There's a lot of anxiety and discomfort and frustration behind the scenes, but there is also this other piece of the pie, which is fear of retaliation from the Trump administration,” says Chen. Despite the fear of retribution, Butler-Young also notes how the lack of response is being interpreted outside of the industry: “I think that people see the industry as acting cowardly as an industry that does rely on immigrant labor, legal and otherwise.” Fashion isn’t providing much concrete support behind the scenes, either. “I think another huge issue is that people are feeling really helpless in the sector. There aren't any resources,” says Chen. “We're not seeing trade organisations emerge and come up with guidelines for what employers can do in case of a raid.” She adds, “You have these executives who are operating very blindly.”Brands that lean too heavily on public declarations of diversity and inclusion without backing them up are losing credibility with values-driven shoppers. As Butler-Young explains, “The liberal consumer is just a little bit over hearing companies say something and then not do it.” Instead of splashing their values across LinkedIn or homepage banners, she notes that “some of the brands that are doing a good job by doing the work internally first and then talking about it.” The focus should also shift from performative allyship to practical, on-the-ground support—ensuring that businesses are equipped to respond meaningfully when their workers are directly impacted by policies like immigration raids. As Chen points out, “The most vulnerable people right now don't need big brands to post something on social media or grand political gestures. What they need is a solution to the problem. What they need is for their employers to be prepared.” Additional Resources:Garment Workers Are at Risk. Fashion Can’t Afford to Look Away.Five Years After George Floyd: Can Fashion Still Stand for Something?  Hosted on Acast. See acast.com/privacy for more information.

Nike has been synonymous with sports for decades, but that cultural and commercial cachet has mostly been driven by male athletes like Michael Jordan and Tiger Woods (Serena Williams being a prominent exception). As a result, despite substantial sales, Nike historically struggled to resonate authentically with women, and has at times faced pointed criticism from female athletes, employees and consumers. That appears to be changing. Nike’s “So Win” campaign, which launched with the brand’s first Super Bowl ad in decades, centres entirely on female athletes. A’ja Wilson’s sneaker release was a smash, and a new brand with Kim Kardashian’s Skims will be out soon. The head of Nike Women’s now leads the entire Nike brand. Key Insights: Nike’s current momentum comes after past attempts to boost its women’s business, including a failed 2005 campaign involving catalogs and dedicated stores. Defections by prominent female athletes to rivals, and media investigations into gender equity issues prompted Nike to rethink its approach starting about five years ago. Sheena explains, "They started a think tank with women athletes and women consumers, and what they heard was that women wanted more from the company. This marked the beginning of initiatives driven by women's opinions and taking more women into leadership roles to guide efforts that would genuinely resonate with women."  Featuring her first signature shoe, the Nike A'One, WNBA star A’ja Wilson’s campaign was the latest and biggest in a string of successful marketing and product initiatives targeting women, including maternity lines, leak-proof activewear, and technical collaborations like supporting Kenyan runner Faith Kipyegon’s quest to break the four-minute mile. Sheena emphasises, "Nike’s investing end-to-end. They're not just investing in her wearing the logo at a race someday—they're actually supporting her personal goals."The recent appointment of Amy Montagne as Nike’s first female brand president symbolises substantial internal change. Sheena highlights, "Having a woman lead as Nike brand president is another way to activate that lever and get after women's." But consistency remains crucial for lasting success. Sheena stresses, “They've taken their swing before, but it's like the follow-through that counts. Consistency will be the most important thing. If they don’t keep doing all the right things, it could easily shift back.”Additional Resources:Why Women’s Basketball Stars Are Finally Getting Big Sneaker Deals | BoF Nike Forms New Team for Secretive Brand With Kim Kardashian | BoF Is Nike Finally Winning With Women? | BoF  Hosted on Acast. See acast.com/privacy for more information.

Bieber, a celebrity and influential beauty figure with a strong Gen-Z following, launched Rhode just three years ago, quickly distinguishing the brand with minimalist product offerings closely tied to Bieber's personal aesthetic. She just sold to E.l.f. Beauty for $1 billion, even as rival celebrity beauty brands struggle to grow sales or attract buyers. Priya Rao, executive editor at The Business of Beauty at BoF, joins the Business of Fashion's Brian Baskin and Sheena Butler-Young to discuss how Rhode distinguished itself in a crowded celebrity beauty landscape, why E.l.f. Beauty saw strategic value in the acquisition, and what this landmark deal signals about the evolving beauty industry.Key Insights: Rhode’s clean, minimal brand aesthetic also mirrors e.l.f.’s broader mission, albeit at a different price point. "There’s something about Rhode’s branding that really makes sense with what E.l.f. already does. They both want to be accessible but aspirational," Rao notes. Like Rhode, "E.l.f. has always had a really good sense of what young people want," says Rao.The success of Rhode demonstrates that differentiated, clearly communicated value propositions continue to resonate strongly in the beauty market. "From the consumer side, this just shows that the right brand can find the right price at any time, as long as you're able to point and show you offer something different," explains Rao.Rao highlights how rare it is for a celebrity beauty brand to resonate beyond hype. "Most celebrity beauty brands are not succeeding at this level," she says. Rhode’s limited and focused product assortment have also contributed to its success. "She's not launching everything under the sun," says Rao. "She’s focusing on what she knows and what her audience connects with, and that’s why it’s working."The acquisition isn't just about short-term gain – E.l.f. sees lasting value. "This isn't a flash in the pan for them," says Rao. "They’re betting on Rhode being a long-term growth engine, not just a trendy pick-up."Additional Resources:E.l.f. Beauty Acquires Hailey Bieber’s Rhode Skin for $1 Billion | BoF  Hosted on Acast. See acast.com/privacy for more information.

The beauty sector historically thrived during economic downturns, earning a recession-proof reputation encapsulated in the “lipstick index.” However, recent earnings from major beauty conglomerates like Estée Lauder, L'Oréal, Coty and Shiseido indicate that beauty’s resilience is being tested. Sales are declining, layoffs are coming and consumer habits appear to be shifting dramatically. BoF Senior Beauty Correspondent Daniela Morosini joins Brian Baskin and Sheena Butler-Young on The Debrief to examine what's driving this slowdown and how the industry is adapting.Key Insights: Traditionally, small luxury purchases like beauty products thrived during economic pressure. But the landscape has changed. “Prices have really, really grown, and there's just so much more to choose from,” says Morosini. The combination of escalating prices, excessive market saturation, and a shift to online platforms like Amazon and TikTok has diluted the impact of small luxury indulgences. "It's really hard to get seen. So even if you have a more affordable product that more people can afford, you still have to get people to come and look at you and come and interact with you," she adds.Brands once benefited from consistent replenishment and customer loyalty. Today, consumers are more transient, constantly seeking newness. “Customers seem to have this insatiable appetite for more products and more newness,” Morosini notes.  But after years of heavy consumption, shoppers are starting to tire of new for the sake of new. “Something that’s really starting to come into focus is that, specifically, American middle-class shoppers are starting to buy fewer beauty products – and that’s having a big knock-on effect.”As consumers become more price-sensitive, brands need to redefine value beyond just pricing. Morosini suggests brands return to basics, emphasising their core strengths and fostering loyalty through consistent, quality products rather than frequent launches. "People are really, really attuned to perceptions of value," says Morosini.Additional Resources:The Beauty Slowdown, Explained | BoFThe End of the Lipstick Index | BoF  Hosted on Acast. See acast.com/privacy for more information.

Lei Takanashi, a BOF correspondent known for his insightful case studies, joins the hosts to discuss how fashion brands are navigating community building in the challenging landscape of 2025. He emphasizes that consumers are now seeking deeper connections, prioritizing values and purpose over mere products. Takanashi outlines three distinct community types: activity-based, personality-driven, and values-driven, each requiring tailored engagement strategies. The conversation highlights the evolution from transactional to emotional brand relationships as authenticity becomes paramount.

On May 12, the US and China reached a deal to temporarily reduce tariffs for 90 days, offering a breather from an escalating trade war. Stocks surged on the news, but experts warn this relief might not fully resolve deeper industry uncertainties or consumer anxieties. BoF retail editor Cathleen Chen and technology correspondent Marc Bain join hosts Brian Baskin and Sheena Butler-Young to unpack the ramifications of the tariff pause and what the fashion industry can expect moving forward.Key Insights: Tariffs have reduced, but costs still remain high. The Trump administration’s initial 145 percent tariff effectively banned imports from China, a situation now alleviated but not fully resolved. "Lowering that to 30% is a different situation," Bain explains. "It's saying, go ahead, import your stuff, but it's gonna still be expensive."The tariff pause offers temporary clarity, but major production hubs like Vietnam and Cambodia face continuing uncertainty. "Depending on what happens with those negotiations, the whole landscape could shift," Bain notes, as retailers remain cautious about long-term production decisions.Tariffs are not the industry's only concern as consumer sentiment will significantly shape demand. "Beyond what's going to happen with tariffs with dozens of countries, there's also the issue of consumer confidence and sentiment and whether there will be demand to drive sales for the products that do end up in the U.S.," Chen highlights, questioning the robustness of future sales.Despite an easing in the tariff rate for small shipments from platforms like Shein and Temu, the overall uncertainty around the future of the “de minimis” loophole might dampen consumer enthusiasm. "All the news about Shein and Temu has been enough to just keep that customer away," Chen suggests. "I feel like there might be this attitude of, we had a good run of really cheap stuff for a couple of years and maybe you've had enough of it now."Brands should focus on diversifying their supply chains and strengthening industry partnerships. Bain advises brands to "have some redundancy built in. So if one location becomes untenable, you can shift to another spot." Meanwhile, Chen emphasises the importance of collaboration: "Now is a really great time to forge stronger ties to your suppliers, your vendors, even your retail partners," ensuring shared responsibility and minimised impact on consumers.Additional Resources:With the Trade War on Pause, Here’s What’s Next for Fashion | BoF  Hosted on Acast. See acast.com/privacy for more information.

A strange new genre of TikTok videos is challenging long-held assumptions about how luxury products are made. Often shot in anonymous Chinese factories, these videos claim that the so-called "superfakes" flooding the market are indistinguishable from, and sometimes made in the same factories as, high-end bags from the likes of Chanel or Louis Vuitton. While all evidence points to these claims being false, the repetition of these videos has amplified a growing narrative: that luxury pricing is inflated, quality is slipping and production secrets are being exposed. Fuelled further by the U.S.-China tariff dispute and the allure of buying a $10,000 bag for $300, this narrative is resonating with a social media audience increasingly disillusioned with luxury’s mystique. In this episode, BoF's chief sustainability correspondent Sarah Kent joins hosts Sheena Butler-Young and Brian Baskin to break down what’s really happening behind the scenes – and why silence might not be a viable strategy for brands much longer.Key Insights: TikTok's "superfake" narrative may be fiction, but it's feeding real consumer doubt. While only a few viral TikTok videos explicitly claim to produce fakes in the same factories as luxury goods, that idea has travelled widely and taken root. "It is supremely unlikely that any factory that had a real relationship with any luxury brand would go on TikTok to market superfakes," Kent notes. Yet the repetition of these claims underscores luxury's ongoing transparency issue. In the absence of accessible facts, falsehoods thrive.Today’s best craftsmanship isn’t always in Europe as high-quality manufacturing has shifted globally. “For instance, if you were making performance footwear or sneakers in particular, China, Cambodia, and Vietnam are probably the best factories you can find in the world to do that,” Kent explains. “If you want to make a luxury product of that quality, you probably don’t want to make that in France or Italy."  The fake bag narrative is irresistible but damaging to luxury. Even those who know the claims are likely untrue find them hard to shake. "It's a delicious narrative," Kent says. One that plays into an existing story of overpricing, declining quality, and aloofness in luxury. Brands have long relied on mythology and mystique. But as Kent notes, that strategy is less effective in a social media age, where misinformation travels fast and reputations can erode overnight. Consumers are questioning whether luxury is worth the price and Kent says consumer doubt "isn’t going away". Luxury brands need to explain more clearly why their products carry such high price tags to slow this erosion of trust that has accelerated since the pandemic, as prices rose and quality concerns mounted. "If brands aren't giving compelling information that explains where their stuff is made and why it’s valued in this manner then those questions aren't going to fade," Kent warns.Additional Resources:Luxury Has a Fake News Problem. Is Silence the Right Strategy? | BoF  Hosted on Acast. See acast.com/privacy for more information.